Other formats have long been envious of the access that Country radio has to artists. The big tent party that is Country music welcomes all, and the artists and label management teams tend to treat radio as family.
This unparalleled access comes with many perks, including backstage meet-and-greets, flyaway trips, and, often, especially with new artists, the “radio tour.”
In the unlikely event that you are not aware, the “radio tour” involves the artist visiting radio stations, where they typically play two or three songs, meet the staff and sometimes listeners, and head into the studio for an interview.
Most people agree that Howard Stern is the best interviewer in the business. He has a way of getting things out of his guests that few others do.
You don’t have to be Stern to be a good interviewer, but you do have to put some effort into it.
One of my biggest pet peeves that could send my blood pressure through the stratosphere was hearing someone ask, “So, how’s the tour going so far?” For heaven’s sake, could you possibly be any more uninteresting?
The good interviewers I’ve worked with are the ones who put in time before the artist arrives at the station. They are familiar with the person’s background and look for an interesting hook. Something that goes beyond the surface.
Before we dig deeper into some interviewing thoughts and techniques, let’s address one of the biggest issues I see in artist interviews and with television reporters as well.
LISTEN!
Some people have their list of questions, and come hell or high water, they are not going to divert from that list. I often use this as an outlandish, yet not too far-fetched, example of something I’ve experienced when coaching an artist turned radio personality.
They entered the interview with a list of questions. And let’s say you are through the first two or three when the interviewee says, “Can we just stop for a second. I can no longer live a lie. I have decided to use your show to come out today and let the world know I’m gay.”
Unfortunately, the interviewer responded with, “Oh, that’s nice. What was it like working with —– in the writer’s room?”
They weren’t listening and only thinking about the next question on the list—a huge missed opportunity, and leaving a pretty big dragon left standing in the room.
While this is an extreme example, it happens all the time.
When preparing for an interview, consider things other than the music that people might find interesting. Suppose we have the opportunity to sit down with Jelly Roll.
Let’s put together some questions.
- You’ve said that you were baptized and arrested in the same year. You had a tough ten-year period following. How do you feel now, seeing where you are and looking back to where you started?
- When you are home, what is an evening like for you and Bunnie?
- Tell me about the first time you heard one of your songs on the radio.
- What did Sylvester Stallone say to you when you showed up on the set of “Tulsa King?”
- Let me toss some names out, and give me one sentence on what comes to mind:
- Ernest
- Snoop Dogg
- Struggle Jennings
- Eric Church
- Sam Hunt
- Alyssa DeFord
- Adrian Michaels
- In December 2022, you returned home to Nashville and played a sold-out Bridgestone Arena. In an especially poignant moment, you stood in the middle of the stage with tears rolling down your face. What was going through your mind at that moment?
- What does your daughter think of Dad?
- Tell me about Whitsitt Chapel, not the album, the church you grew up in.
- What would you say today to the 14-year-old Jason DeFord?
By no means an inclusive list, but you get the idea. All was pulled together with just a little research and knowledge of the artist.
That effort and time will make your content infinitely more compelling. It also has the added benefit for you in that artists remember those types of interviews, and it creates a bond. A memorable experience that will cut through in a sea of cross-country “radio tours.”
To this day, there is an artist in Nashville who, when I see him, will turn to whoever else is around and say, “This guy asked me a question that no one else had ever asked me.” And will then proceed to recall the entire interview.
That was 10 years ago.
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Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
